Spotlight

Total Interior Solutions - Indonesia Vivere Group

Spanning 13,000 islands, Indonesia is an expansive country which lays claim to the world’s fourth largest
population with an estimated 258 million people. It is also the largest economy in Southeast Asia. An attractive
market somewhat under the radar until recently with the entry of furniture behemonth Ikea as well as Courts,
an aggressive Southeast Asian furniture retailer with big plans for Indonesia, it is surprising there are only a
handful of dominant players in country’s furniture trade. FFE talks to Ir. Dedy Rochimat MM, president of PT
Gema Graha Sarana Tbk (VIVERE GROUP), one of few big names in Indonesia.

Vivere Group President - Mr Dedy Rochimat

VIVERE GROUP Listed on the Indonesia Stock
Exchange since 2002, PT Gema
Graha Sarana Tbk is better known
in the Indonesian market as VIVERE
Group. Founded by Mr Dedy Rochimat, the
company was started in 1984 as PT Gema
Gerhana Sarana as an interior contract business.
The company later ventured into manufacturing and retail as well as other related businesses and
has enjoyed steady growth through the years.

VIERE Group stands for quality and world class
standards, according to Rochimat. The company
and its three subsidiaries (PT Laminatech Kreasi
Sarana, PT Prasetiya Gema Mulia, and PT
Vivere Multi Kreasi) were unified in 2005 under
the VIVERE Group. With shared vision and a
common mission, the group has become one of
the largest companies in Indonesia that provides
interior, furniture and furnishing supplies for
office and residential. Seamlessly integrated by
employing the SAP Business All-in-One, VIVERE
Group offers a “total solution” for various types
of interior projects for the different kinds of
property sectors, such as office buildings, hotels,
residences, educational facilities and so on.

Over the last three decades, the group has
expanded alongside the growth of Indonesia, its
core market. Today VIVERE has more than 1,000
employees as well as having one of few wellrecognised
furniture brands in the country.

RECIPE FOR SUCCESS
Within the VIVERE Group, the various subsidiaries
cover different aspects of the interior business
such as interior contracting, mechanicalelectrical
services, furniture and component
manufacturing, office furniture, home furnishings
and fixtures retail. In terms of its manufacturing
capabilities, the group currently owns five
factories located in various locations in different
parts of the country such as Tangerang, Cikande,
Cikarang, and Cirebon. For retail, it has nine
furniture and furnishing stores, one gift shop and
two partner-stores located across the country.
VIVERE Group’s headquarters as well as its
parent entity PT Virucci Indogriya Sarana, are
located in Jakarta, the capital of Indonesia. The
group’s turnover in the year 2015 was IDR 837
billion.

According to the Rochimat, he is proud that
VIVERE has successfully cultivated a trusted
brand image and is the interior contractor of
choice for customers that seek for quality,
beauty, harmony and also high artistic value for
their buildings. The brand is also present within the retail scene, offering extensive selections of
home furniture, kitchen & wardrobe systems and
home accessories across company-owned and
partner stores in the various cities.

Specific to its retail business, VIVERE Group’s
products are positioned for the middle-high
to upper tier market. Focused exclusively on
the local Indonesian market, the brand and
the products excel in residential furniture and
accessories in categories for the living, dining,
bedroom, working, decor accessories. It is also
said to be strong in the office furniture segment.

The company president estimates VIVERE’s share
of the middle-high to upper market at 20%. “We
serve our customers well through our nine retail
outlets spread across Jakarta, Surabaya and
Bali. There is one gift store that is newly opened
in Jakarta. We are also supported by two partnerstores
in Makassar and Pekanbaru. In the virtual
sphere, we partner with several prominent online
shops” said Rochimat.

When asked about the recipe for the group’s
success, Rochimat remarked, “We are one of
the largest interior, furniture, and furnishing
companies in Indonesia offering quality products
with competitive prices. Our company constantly
carries out enhancement of production capacity
and quality through investment in land,
machineries and human resources, as well as the
application of ISO quality management system and OHSAS occupational health and safety
management system. There is standardization of
operating system and documentation, alignment
of the reporting system and integration of all input
and output data into an application of information
technology systems called SAP Business All-in-
One”.

“With an experienced team and a professional
system that have been around for more than 30
years in the business, VIVERE Group carefully
manages and monitors every step of the process
to ensure that our customers get the most
rewarding experience when collaborating with
the Group” he added.

Vivere Showroom

Showroom

GROWTH THROUGH DESIGN
Not contend with the Indonesian market, the
company is looking to expand its coverage
through export. To achieve this, new products
have been developed for the international
markets. One of its biggest effort during the past
few years has been its incorporation of rattan, a
native resource available in abundance in parts
of Indonesia, into its product design. Although a
material often associated with traditional furniture
which are outdated, VIVERE gave Rattan new life
with a modern twist.

VIVERE started to explore designs with rattan
material dedicated for export market back in
2011. The products were first shown at Indonesia
International Furniture Expo (IFEX) in 2013. The
effort continued during IFEX 2014 and finally in
March 2015 at IFEX 2015, the company launched
its hi-Craft rattan series called MATALA. This
particular collection was designed by the late Mr
Irvan Noe’man, a prominent Indonesian designer,
exclusively for VIVERE.

Subsequently, several other established local
designers were also roped in for the company’s
modern rattan collection. The common theme
that shows through the products can be summed
up as modern, simple yet attractive designs
that are different from other rattan designs now
available on the market. Yet for every piece of
work in VIVERE’s rattan products, there is this
distinctive personality and different concept that
reflects their designers responsible.

Rochimat said came up with the idea to develop
modern designs with rattan materials. He
identified a void in this segment and bounced
the idea off the late Irvan Noe’man, who was
at that time VIVERE’s design advisor. Noe’man
was a creative activist and intellectual, who
founded the BD+A Design that specializes in
cross design. Noe’man embraced Rochimat’s
idea wholeheartedly. Part of the credit goes to
VIVERE’s in-house designers and production who
also contributed extensively towards the overall
development process according to the company
president.

For its subsequent ranges, VIVERE collaborated
with the ANJA design group and Abie Abdillah.
Initiated by Rina Renville, an Indonesian
professional designer, ANJA Design Group is
made up of 6 friends, namely Febrie Ikhsan, Mutia
Diah Pratiwi, Ilhamia Nuantika, Jodie Darmawan,
and Arlinda Hapasawardhani. They are passionate
about furniture. Abie Abdillah on the other hand
is an Indonesian designer alumnus from ITB, a
prominent university in Indonesia. A young and
creative designer who won many accolades not
only in Indonesia but also in Asia and Europe,
Abdillah’s latest achievement was winning the
“Rising Design Talents, Indonesia Delegation,
Maison et Objet Asia” and “Most Potential Start
Up Business, Shell Livewire Indonesia”.

VIVERE chose to work with these designers not
only in consideration of their reputation and
design styles but also for this similar vision and
mission they share with VIVERE, which is to
bring local furniture products with local material
(rattan) and high quality design to the local and
international markets. “By using rattan as the
main material on our latest collections, VIVERE
aims to raise the profile of rattan as a high
quality, typical Indonesian material to become a
considerable part of today’s modern residential
and office furniture. It is also part of VIVERE’s
effort to promote and present high quality local
material, design and manufacturing”, said
Rochimat. The modern rattan furniture range also
meets VIVERE’s commitment towards innovative
product development with an emphasis on going
green.

The results of VIVERE collaborations with the
various designers were featured at IFEX 2016.
With the unique designs, the rattan products
target not only residential but also the office
segment as they can be used as lounge and
office furniture. Public areas like the library and
café are among others the company targets.

PROMOTIONS
To support the products’ market penetration,
the company has put in much effort in their
promotion. “In addition to showcasing the
products at IFEX, we have done marketing
activities like inviting media and disseminating
press releases. The collection are available at
all VIVERE stores, including partner-stores.
We are also doing publications and placing
advertisements on some interior-related media,
printed collaterals and through social media…
One of the collections, MATALA, is being featured
in an VIVERE video advertisement that is shown
on Indonesian largest movie theatre chain XXI in
April 2016”, commented the company president.

These efforts have certainly paid off for VIVERE.
In terms of retail sales, the company has reported
keen consumer interest and good sales for both
homes and offices. For project sales, the rattan
range also hit big numbers of sales. Most notable
amongst the projects are its swivel chairs being
used for the private meeting room of the current
Indonesian President, Ir.Joko Widodo, as well
as the bar stools in use at the library of a highly
reputable university in Indonesia. Export numbers
are said to be also looking good.

With a clear vision and the right strategy, VIVERE
seems to be set on the path for yet greater
success.

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